Instagram is testing a new feature interactive feature: lockable posts. We brainstormed clever ways to use this feature—and how it could slot into your brand’s broader marketing strategy.
Instagram is quietly testing a new feature that could change the way brands build exclusivity and engagement on the platform: lockable posts.
First spotted on Instagram’s official @design account, this new feature hides content—currently Reels—behind a code that followers must enter to unlock. The post appears blurred until the correct secret word is entered, with a helpful hint provided in the caption. In the @design test, the clue was “1st # in the caption,” with the unlock code being “#threads.”
There’s no official release date yet, and it’s not clear whether this will be limited to Reels or expand to other post types—but the early signs are promising. With lockable posts, Instagram is offering creators and brands a playful way to deliver content to their most engaged followers, while gamifying the experience for everyone else.
At its core, this feature blends exclusivity with interaction: two ingredients marketers love.
What are lockable posts?
Lockable posts are a new experimental feature on Instagram—yet to be released—that lets you restrict access to a piece of content until a user enters a specific “secret code.” The post is shown blurred or obscured, with a hint offered in the caption to help users figure out the code.
Only those who successfully guess the correct code can view the content.
While the feature hasn’t been officially rolled out, and details are still emerging, the potential use cases for brands are already clear: it’s a chance to reward your inner circle, surprise loyal followers, and add a layer of intrigue to your content strategy.
1. Turn product drops into treasure hunts
Planning a much-anticipated product drop? Give your most engaged followers the thrill of the chase. Tease a new product launch with a locked Reel, and hide the code somewhere unexpected—maybe in a past carousel post, a newsletter, or in the footer of your website.
For instance: a drinks brand could launch a relaunch a much-requested limited edition flavor via a hidden post, with a hint like, ‘Code: The fruit at the bottom of our latest newsletter’—and drop an image of a tiny blueberry at the bottom of the email.
Why it works:
- Drives cross-platform traffic
- Rewards your most loyal customers with first access
- Builds hype and anticipation through mystery and gamification
2. Deliver VIP access to your community
Use lockable posts as a perk for your inner circle. Maybe it’s BTS content from your team, a personal founder update, or a code for early access to a sale—whatever makes your biggest fans feel seen.
Example: A fitness brand could give members of its paid app or private community group a secret code to access exclusive discounts.
Why it works:
- Fosters a sense of belonging
- Makes content feel personal and special
Adds value to your existing membership or loyalty program
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People love solving puzzles—especially if there’s a reward at the end. Use lockable posts as part of a bigger clue-based campaign across your social channels.
Example: A streetwear label could create a three-part challenge. One clue is dropped on Instagram Stories, another in a TikTok, and the third in the newsletter. Solve all three and you get access to a secret pre-order link.
Why it works:
- Increases time spent across all your channels
- Encourages deeper content consumption
- Makes followers feel like insiders
4. Partner with influencers to share exclusive codes
Imagine an influencer teasing a “hidden message” from your brand—only available through a locked post. You give the code to the influencer’s followers, and the Reel reveals a unique offer or announcement.
Example: A travel company could share comment-to-enter giveaway Reel that’s locked, with the hint: “Ask @nomadicnina for the magic word.” The unlock? “Nina sent me.”
Why it works:
- Makes influencer campaigns more interactive
- Drives traffic to both accounts
- Adds a personal, playful layer to collaborations
5. Drive CRM subscribers to your local channels
Have a high-value email or SMS list? Use it to reward subscribers and pull them into your Instagram ecosystem. Drop a locked post and send the code exclusively to your CRM audience.
📨 Example: A fashion brand could send an email saying, “We’ve just hidden an exclusive Reel for you on Instagram—unlock it with the code: VELVET24.” The post? A link to an early-access drop.
Why it works:
- Deepens your cross-channel connection with customers
- Makes subscribers feel like VIPs
Encourages newsletter readers to follow you on social
